Kids can get intu slime with new Nickelodeon retail campaign

Shopping centre chain, intu will host a unique retail activation that will allow customers to become immersed in slime.

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Nickelodeon has partnered with intu shopping centres for a slimy retail activation that will see a slew of slime-themed activities brought to shopping centres across the country.

Kids can get the ultimate badge of honour by being slimed themselves, in the slime-ulator that will be touring 13 of intu's UK shopping destinations for a limited period from Saturday, March 24th – Sunday, April 15th.

"We’re looking to replicate the success of last Easter’s campaign with Nickelodeon when 8,000 people registered to meet PAW Patrol at intu centres and 180,000 people visited intu's event pages," said Roger Binks, customer experience director at intu.

“We’ll be drawing even bigger crowds to our centres and online this year with a whole range of fun, free, messy experiences that will drive up dwell-time and footfall for our retailers by making every intu centre a must-visit destination over the school holidays.”

Mark Kingston, SVP Nickelodeon and Viacom Consumer Products at Nickelodeon added: “Slime is this year’s big kids trend and Nickelodeon is looking forward to bringing the fun associated with the green substance to kids at intu shopping centres across the UK.”The campaign follows the success of previous years’ collaborations between Nickelodeon and intu which has seen the retail destination host experiences featuring SpongeBob SquarePants and PAW Patrol’s Chase and Marshall.

Intu will now be tracking data to measure the success of the pilot activity across Merry Hill, Lakeside and Braehead before making the decision on whether to roll out the experience across all 14 of its shopping centres.